Towards a strategic tool for the business modeling of IDM startups : implementing the ADVISOR framework.

Author

Sharma, Ravi S.

Date of Issue

2011

School

Wee Kim Wee School of Communication and Information

Version

Published version

Abstract

This paper describes the ADVISOR online tool for Interactive Digital Media (IDM) Business modeling.
The research objective was to develop an online business modeling tool for de-novo IDM firms based on
the ADVISOR framework. The tool supports the business strategy of startups, incubators and new firms
in the IDM marketplace such as content, applications and service providers. The core concept of the
ADVISOR framework is that the value of a product or service offering in the digital marketplace is
governed by the interaction among seven distinct components. The online tool that was implemented is
based on the notions of value create and value capture described in the strategy literature. The field
research suggests that it is useful to perform such a profile analysis on a yearly basis so as to benchmark
and track the firm’s performance. This enables entrepreneurs to think in terms of what can bring about
new opportunities and what can return back to the firm goodwill and revenue from the market.